JCKline - 6:45 pm on Jun 24, 2011 (gmt 0)

I don't understand the logic behind IBAs. If I am on a shoe site one day, does that mean that I am still interested in shoes the next day? Maybe but also maybe not, especially if I bought the shoes I wanted yesterday. If I am now on a travel site, why would I want to see shoe ads? Makes no sense to me.

I read once that a person interested in a product "buys" after seeing the same ad an average of 3 times. This is why, but unfortunately in the case of IBAs, the ads continue to follow people around the web, whether they "purchased" or not. This becomes a form of harassment, and leads to more ad blindness and higher bounce rates.